COAT is one of the better newer brands, and I'll happily recommend it. It started as a B2B paint maker before going direct-to-consumer, so the formulation has proper trade pedigree behind it — this isn't a marketing exercise with someone else's paint in the tin.
The headline reasons it's worth it: it's water-based, low-VOC and properly low-odour, the coverage is solid (two coats over a tinted primer or a similar existing colour does the job), and the wipeable matt is genuinely durable for a flat finish — good in hallways and family rooms. Delivery is fast and the sample pots are peel-and-stick swatches, which beats painting patches straight onto the wall.
On colour, COAT carries 137 shades in our library with real strength in the neutrals (31) and whites (27), so it's a natural pick if you want a calm, modern scheme. COAT::Mindful is a lovely soft greyed neutral that holds up well in north-facing rooms, COAT::Duvet Day is a warm off-white that won't go cold, and COAT::Park Life is a confident mid-green for a kitchen or study. The green family (24 colours) is one of their better-curated sections.
The honest "but what about" — COAT's palette runs lighter and more contemporary, with the LRV range topping out at 99.3. If you're chasing the inky drama of a Hague Blue or Studio Green, the heritage brands still have the edge on the deepest, most pigment-loaded colours. COAT is at its best in the mid-to-light range, which is where most of its palette sits anyway.
Value-wise it undercuts Farrow & Ball and Little Greene noticeably while sitting a notch above Dulux on quality and credentials. For a modern home where you want eco credentials, easy ordering and a finish that wipes clean, it's a cracking choice.
Practical tip: order the peel-and-stick samples and live with them on the wall for a couple of days through changing light before you commit — same rule applies to any brand.